engleski

Relationship commitment, relational equity and company image in customer loyalty development

This paper explores the relationship between customer loyalty and its seldom researched antecedents: relationship commitment, relational equity and company image. The proposed conceptual model is tested with data gained from customers of mobile telephone operators. The results show that relationship commitment and relational equity have a statistically significant positive influence on customer loyalty. In addition, the results of hierarchical multiple regression analysis reveal that the number of different mobile operators a person uses is not related to customer loyalty when relationship commitment, relational equity and company image are included in the model. Drawing on the results, the paper offers implications for managing customer loyalty.

customer loyalty ; relationship commitment ; relational equity ; company image ; telecommunications

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